starbuck’s mission: responsibility and growth group 6 alvino johan danang yudha p. firman ardyanto...
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STARBUCK’S MISSION:RESPONSIBILITY AND GROWTH
Group 6Alvino Johan
Danang Yudha P.Firman ArdyantoSiti Fauziah N.P.
Yohanes Febryanto
Objectives
“To Understand the rights of customers, and the responsibilities of producers in relation with product safety”
Consumer Stakeholders
“ Although the future of different marketing strategies can be debated, the real test of effectiveness lies in the
expectation, attitudes, and ultimate buying patterns of consumers“
Basic Consumer Rights
Right General Issues
To choose Access to a variety of products at competitive and reasonable prices
To safety Protection of health, safety, and financial well-being in the marketplace
To be informed Opportunity to have accurate and adequate information on which to base decisions and protection from misleading or deceptive information
To be heard Consideration given to consumer interests in government processes
To redress Opportunity to express dissatisfaction and to have the complaint resolved effectively
To privacy Protection of consumer information and ist useSource : Adapted from E. Thomas Garman, Consumer Economic Issues in America (Stamford, CT: Thomson Learning, 2005)
Philanthropic Issues
• Survey Cone / Roper :
• Business needs to do something differentiate themselves from the competition
• Firm‘s ability to link consumer interests to philanthropy should lead to stronger economic relationships.
• Successfull philantrophic efforts when the cause is a good fit with the firm‘s product category, industry, customer concern and location
70% consumer
switch to
BRAND-Associated with a good cause-As long as price & quality were equal
When the firm operating outside ethical or legal standards
• Consumer may be motivated to take action, like :– Boycotting– Abstaining to purchase the products– Abstaining to use the products– Dealing with the firm
Marketplace Responsibility Principles
1. Respect your customers2. Support vulnerable customers3. Seek potential customers within excluded
groups4. Manage the impact of product or service5. Actively manage responsibility in your
supply chain6. Trait suppliers as partners7. Work with the rule makers8. Have consistent standarts
Starbuck’s case
• American Global coffee company based in Seattle, Washington.
• Starbuck was founded by Jerry Baldwin, Zev Siegal and Gordon Bowker in 1971.
Mission Statement
To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.
Starbucks’s Guidelines
• “People first and profit last”• “provide a great work
environment and treat each other with respect and dignity”
• “make Starbucks as the most recognized and respected brand of coffee in the world”
Corporate Social Mission• 1991 - CARE (Coffee - origin countries)• 1995 - Largest CARE’s corporate donor• 1998 - Conservation International (Promote
biodiversity in coffee - growing regions)
Starbuck’s CSR
• Starbuck created CSR department in 1999• 5 main concern:
– Environment– Employees– Suppliers– Customers– Communities
Implementation to Environment
• “Green team”• To minimizing company’s “footprints”
– Reduce waste through recycling and energy conservation
– Educate partners
Implementation to Supplier
• Contribute to CARE• Build a relationship with the coffee’s farmer• Fair trade policy• Build School, health clinics, and other projects
that benefit coffee growing community
Implementation to Employees
• 28% of Starbucks’s employees are minorities and 64% are women
• Starbucks spent more on health insurance for its employees than on raw materials to brew its coffee
• In 2005 Starbucks spent $200 million on health care for its employees
• “we are not in the coffee business serving people, but in the people business serving coffee
Implementation to Customer
• To give high quality coffee to customers• Make our store as a place that can create a
sense of belonging for our customers
Implementation to Communities
• Starbucks’s store becomes a gathering spot, drawing people together
• Starbucks donated more than $500.000 to Zion Preparatory Academy, an African-American school for inner-city youth
Other cases
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